You're interested in tracking your contacts when they changejobs so you can sell into their new organizations. But you’re also unsure howmany, which contact types and how best to prioritize. Here are some ways tosegment your CRM contacts to make sure you cover all new sales opportunities.
1. Key Contacts from Customer Accounts:
Most people will think of the main contacts they work with, but they’re not the only ones. Depending on your products, sometimes the primary contacts are not the same as the economic decision-makers.
For example: If you're selling IT infrastructure software, your CSM might have the close relationship with an IT Manager but the person who approved the purchase in the first place was the CIO.
So you should make sure to include at least these 4 contact types for each account:
- Primary Contact
- Champions / Influencers (if any)
- Product Admins (if any)
2. Power Users:
For each customer account, you probably have between 5 to 20 contacts saved in Salesforce. But that’s not the actual total number of users who use your product.
Like most SaaS products, your number of users can be 5 to 10x the number of contacts in your Salesforce. These can all be your internal champions at their next companies since they already know your company.
To get this data, you should talk to your Product team. Their user database is your prospecting gold mine, having critical info like:
- Email address
- Company name
- Time spent in the product
- (and maybe even) their Net Promoter Score (NPS)
The last two can tell you how active they were as users and how much they liked your product - both can help you prioritize.
The challenge is the user database is usually not synced to Salesforce, but you can simply export it as a CSV file. UserGems will track these contacts and only create new leads in Salesforce when they join new companies AND match your persona.
3. Standard Users:
These are the casual product users. They didn’t spend as much time in your product, or only use certain features.
But these users already know your company so they can still champion for you, refer you to the decision-makers, and you can reference them directly in your outreach to the decision-makers (e.g., “Johnny just joined your team and was a previous user, do you think Johnny and the broader team could benefit as well?)
4. Key Prospects (from Open Opportunities or Closed Lost):
These are prospects in a Sales Opportunity that like your service, are educated about it and maybe wanted to buy, but left before the deal closed. Not only can they take you to their new company, but they can also refer you back to their original company (and give you some key advice).
Conversely, it is also interesting if these key prospects were blockers in your previous deals. Knowing that they’ve left can open an opportunity (excuse the pun) for you to re-ignite the conversation with the new decision-makers
5. Contacts Flagged as "Has Left Company":
LinkedIn Sales Navigator says that it can flag your old contacts when they leave the company (Note: only for Enterprise license). But it doesn’t tell you when and which companies those contacts end up joining and doesn't provide their new work email addresses.
UserGems can fill in this gap for you automatically by updating these "Has Left Company" contacts.